The Swedish women’s national team is deeply loved by the public. But some fans go the extra mile to show their devotion: the Soft Hooligans, the world’s kindest supporter firm. It was time to tell their story.
Storytel are sponsors of Sweden’s women’s national football team. Last year, they launched the campaign "Everyone has a story" which featured prominent players. This time, the challenge was to take the concept further and make it feel new, while continuing to increase brand awareness, likability and emotional connections with the Storytel brand.
Sweden’s women’s national football team is the country’s most beloved team with a broad fan base. This time, we let the spotlight shine on the most dedicated fans, "the 12th player". The Soft Hooligans may be the world’s kindest and most gentle supporters – showing deep love and loyalty to the women’s national team. In a series of three short films, the Storytel campaign met the driving forces behind this fan community and followed their preparations ahead of a major tournament.
The Storytel summer campaign was a brand campaign that moved people's attitudes in a positive direction, with a 53% brand lift in brand love and liking. As a side effect, it also increased buying intent by as much as 93%.
